From a PR perspective, who are we to criticise? It’s smart and it works. Every time. It’s hard not to say, though, that they can go too far.

Take the ‘listicle’, which has this time found it’s way in, along with ‘humblebrag’, ‘clickbait’, ‘amazeballs’ even. Many people have watched the rise of the list-based article with open mouths in just the last couple of years. It’s what BuzzFeed survives on. But to journalists who have been around the block a bit it’s just one of many devices that have formed newspaper and magazine content for decades, if not centuries. Many a time would you hear a news editor shout across the newsroom: “Get me a top ten list of ways to die by [insert everyday object] to go with that piece!”

Just because it’s been given a silly name, does that make it a new ‘thing’?

The fear is that we are going to cram our dictionaries, the keepers of our words, with fly-by-night, trendy newcomers that will come and go and never stand the test of time. Really, does ‘humblebrag’ sound like a word the kids will be using in, ooh, eight months or so?

Get in touch

There is no one-size-fits-all solution in our business. Every client is different, with different needs. That’s why we start by talking! If you’d like to have a chat about how we might fit with you, please drop us a line or give us a call and we’ll get the ball rolling.